Godrej & Boyce Announces Strategy to Fortify its Market Presence in Tier 2 and Tier 3 Cities

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“Our vision extends beyond mere expansion. We are committed to crafting market-specific product portfolios aligned with region-specific consumer needs. This approach is poised to unlock distinctive experiences, fostering long-term loyalty. Concurrently, we are ramping up our visibility in retail stores, fortifying our supply chain, and strategically investing to meet rising demand.” - Anil G Verma, Executive Director and CEO, Godrej & Boyce

February 2024 : Godrej & Boyce, renowned for its trusted home brands, is set to fortify its market presence in Tier 2 and Tier 3 cities. With a dedicated focus on cultivating unique customer interactions, Godrej & Boyce plans to extend its footprint to more than 400 towns by FY27 to meet the evolving demands of consumers in Tier 2 and Tier 3 cities.

Anil G Verma, Executive Director and CEO of Godrej & Boyce, emphasized, “Our vision extends beyond mere expansion. We are committed to crafting market-specific product portfolios aligned with region-specific consumer needs. This approach is poised to unlock distinctive experiences, fostering long-term loyalty. Concurrently, we are ramping up our visibility in retail stores, fortifying our supply chain, and strategically investing to meet rising demand.”

Godrej & Boyce’s strategic roadmap includes an augmented retail presence, customized product innovation, and a robust, sustainable supply chain to harness the vast market potential. The consumer brands, spanning furniture, appliances, locks, and security products, are gearing up to expand into additional stores over the next three years. Emphasizing design-led and affordable innovation, Godrej Interio has launched an eco-friendly furniture range, while Godrej Locks introduces a line of Mortise door handles tailored for Tier 2 and 3 markets in the north, east, and south regions.

With a local value addition of over 80 percent, along with 750 suppliers in its partner cluster program, Godrej & Boyce actively promotes 'Make in India.' The initiative focuses on developing suppliers through training, digitalization, and automation support, aiming to enhance supply chain resilience, reduce cost volatility, and promote local economies and indigenous skill development.

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